Introducing the AI Dada tool—a groundbreaking platform that merges ‘Artistic Intelligence’ with the avant-garde spirit of the early twentieth-century Dada art movement. Initially launched in Switzerland in late 2025, it has recently become available in select European countries, and now, for the first time, residents of the United States can leverage this innovative technology to create custom watch designs.
I had the opportunity to attend a launch event in Paris a few weeks ago, where I engaged in conversation with Carlo Giordanetti, the CEO of the Swatch Art Peace Hotel and a member of the Swatch Management Board. Giordanetti, a seasoned Swatch executive and designer, emphasized that harnessing artificial intelligence to craft a watch is an exciting step toward empowering customers to showcase their personal tastes and preferences.
“We view this interaction as a dialogue with ‘AI Dada,’ but it’s fundamentally a dialogue with yourself,” Giordanetti explains.
“You must articulate your vision into words, and in return, hopefully, it will produce a watch that resonates with your style.”
